The Power of an Omnichannel Approach for Audience Acquisition

3 minute read.

In today's digitally dominated world, the proverb "Don't put all your eggs in one basket" could be rephrased to "Don't invest all your resources in one channel."

Event organisers and marketers strive to get the highest audience turnout. Still, those focusing solely on one channel, like email invites or phone calls, are setting themselves up for limited success.

Embracing an omnichannel approach is not just a buzzword—it's a strategy pivotal for robust audience acquisition. Let's break down the three primary channels: phone, email, and digital marketing.

Phone Invites: Cutting Through the Noise

Phone invites have always been a direct way to reach potential attendees. They cut through the cluttered inboxes and offer a personal touch. This method is labour-intensive and can be pricier due to data acquisition, especially when it runs cold. However, the effort can pay off. Success rates with phone invites can soar up to 12-15% at highly engaging events. But, the average usually hovers between 2%-6%.

While phone calls can be effective, they shouldn't be the sole channel. An agency offering just telemarketing might be limited in achieving the desired audience turnout, emphasising the importance of integrating other channels.

Email: Scale and Preference

Emails are often the preferred method of invitation for potential attendees. They offer scalability and are easier to manage. Moreover, you can fine-tune your message, make last-minute edits, and track metrics.

However, emails come with their own challenges. Deliverability can become a significant hurdle, especially without warmed-up lists. Plus, the success rate for email invites is generally lower than a phone, typically hovering around 1-3% at best.

Digital Marketing: Targeted Precision

Digital marketing is a vast territory. While it may be the least utilised channel for event invites due to cost and control issues, its potential remains vast. Platforms like LinkedIn can be a hotspot for professional events. Still, the ROI is often discouraging when compared to its cost.

Instead of broad digital campaigns, smart marketers shift their focus to retargeting ads. You're ensuring a more tailored approach by targeting individuals who have visited your event website and showed interest. They've already shown interest but didn't register—retargeting nudges them towards commitment. The investment is relatively lower, and the approach is more strategic.

Synergising Channels for Ultimate Success

While each channel has strengths and limitations, integrating all three ensures a broader reach and a higher likelihood of success. A holistic approach to audience acquisition widens your net and offers multiple touchpoints for potential attendees.

For instance, an individual may receive a phone invite, later spot an email in their inbox, and come across a retargeted ad reminding them to register while browsing online. This repeated exposure increases the chances of them registering.

Furthermore, these channels must lead potential attendees to a well-designed registration page on your website. A seamless registration process can significantly elevate the user experience, increasing the conversion rate.

Lastly, while agencies can offer expertise in specific channels, businesses must recognise the importance of a combined effort. Relying solely on an agency's telemarketing might lead to disappointment. A harmonised approach with phone, email, and digital marketing ensures you cover all your bases and maximise your event's visibility.

Conclusion

In audience acquisition, there's no one-size-fits-all. While the digital age offers a myriad of channels, their effectiveness varies. By adopting an omnichannel strategy, event organisers ensure they're reaching potential attendees from multiple fronts, increasing the chances of a packed house. Whether you're looking to do it in-house or with the help of an agency, remember that diversification is vital. And in this game, a combined approach always comes out on top.

Whether you're an event organizer aiming for a packed house or a brand looking to make a splash, our expertise in crafting tailored omnichannel strategies will set you on the path to success. clutchevents.com.au

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